The bottle was in James’ hand for about a second, maybe less. But that was enough time for the beer company, Great Lakes Brewing Co., to take the image and run with it. They began with a since-deleted tweet after the incident on Monday night:

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Then they kept running. The following day, the company announced a discount on select drinks at its pub, and promoted the special using James’ image:

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This tweet has since been deleted. (Screenshot via cleveland.com)

That tweet has also since been deleted. Perhaps that’s because James and his associates weren’t happy with the company’s use of his likeness. James has no business relationship with Great Lakes Brewing. According to cleveland.com, citing a source close to James, the Cavs star and his people “would consider legal action” against the company.

And their displeasure isn’t just based on the fact that James doesn’t endorse any Great Lakes products. It’s because there’s some history here. Back in 2010, after James left Cleveland to join the Miami Heat as a free agent, Great Lakes sold a special pale ale named “Quitness” — a play off Nike’s “Witness” campaign with LeBron — at its downtown pub.

As you might expect, James hasn’t forgotten about “Quitness.” Here’s what he told cleveland.com about the whole situation:

“This is about the last thing I’m trying to worry about right now, my agent and my legal team will take care of it, but yeah I know [Great Lakes] is trying to benefit off of me. And I heard they were the same company that made all those ‘Quitness’ beers, and now they’re trying to benefit off me this way? Yeah, it’s pretty funny.”

On top of all this, James isn’t even a beer guy. He’s a wine guy:

“Not much of a beer guy,” James said after Monday’s game. “If she had had some red wine, I probably would have definitely took a sip.”